Healthcare

Case Study: Specialty Pharmaceutical Company

Situation
While early uptake of a new third-to-market agent had been strong, several factors were seen as limiting its success, including competitive aggressiveness. This specialty pharma was looking to identify ways to accelerate product adoption and maximize peak year sales.

Solution
We mined the existing base of pre- and post-launch market research (working along with the company’s agency) to:

• Build and analyze the patient treatment pathway
   
• Identify growth opportunities and core patient target-types
   
• Recommend a cohesive growth acceleration plan

We then recommended that the brand be repositioned based on an ownable benefit of “real world effectiveness” that transcends “clinical efficacy”. We dimensionalized this benefit into a cohesive brand story linking better compliance to better outcomes.

Results
Gained management buy-in to the recommended growth acceleration strategy and supporting tactical initiatives, which we estimated were likely to increase NRx by 70% and increase long-term patient compliance.

Contact Sean Folan for more information.